The Importance of Real-Time Data Pipelines: An Interview with mParticle’s Shafiq Shivji

Shafiq Shivji, Group Product Marketing Manager at mParticle, discusses the importance of real-time data pipelines in an interview. He explains that a customer data platform (CDP) like mParticle simplifies data ingestion, unification, and activation by providing easy ways to manage data pipelines and stream data to downstream destinations. CDPs enable real-time personalization use cases without requiring heavy engineering lifts to instrument and maintain data pipelines. Common use cases include marketing, product management, analytics, growth, and ML modeling. Shivji highlights the difficulty of building data-quality pipelines due to constant change in technology and business realities, and emphasizes the importance of personalization for enhancing user experience and driving sales, loyalty, brand, and customer satisfaction.